Ethiopia's social commerce sector is experiencing rapid growth, with an estimated 15 million users in 2026. The majority of buyers prefer mobile devices, and Facebook Marketplace remains the dominant platform, reflecting high mobile penetration and increasing digital engagement. As digital literacy and internet access expand, social commerce is becoming a vital component of Ethiopia's retail landscape.
The average social commerce spend per user has risen to 45 USD monthly, indicating increased consumer confidence and trust in online transactions. The sector's growth is driven by young, tech-savvy populations and improved digital infrastructure, which collectively foster a vibrant online shopping environment and new business opportunities across Ethiopia.